11. Mai 2018
Focusing on deep collaborations with local brands, designers and cultural personalities, The Vera redefines the Tel Aviv experience
The Vera accommodates 39 rooms in 4 categories: classic, deluxe, superior and garden room, as well as a bar, spa treatment room, and two spacious, communal rooftop terraces.
The Vera is the first property of Israeli hotelier Danny Tamari, who has conceived a concept of a distinctive ‘local anthology’, which focuses on deep collaborations with local designers, brands and talents to create a local narrative that permeates throughout the hotel’s high-quality amenities, services and furnishings.
„With the opening of The Vera, we wanted our guests to be able to touch, feel and experience high quality, whilst being able to benefit from the high value of our offerings” says Danny Tamari, Founder and Owner of The Vera. „Guests visiting Tel Aviv, will be equally exposed to the local craftsmanship that this project embraces, and the fertility of talent that Israel is more broadly bursting with. In its essence, The Vera is inspired by what is great about the locality of Tel Aviv and takes its guests to the here and now, encapsulating the beauty and uniqueness of Tel Aviv, whilst moving in parallel with its unrelentingly dynamic nature.”
The in-room toiletries and spa amenities comprise of 100% organic products and oils that are created by the family owned boutique cosmetics brand Arugot. An unconventional approach to concierge services is taken with The Vera’s collaboration with local lifestyle magazine Telavivian bringing the Tel Aviv zeitgeist to The Vera Magazine which provides “in the know” advice to guests who wish to experience the city offerings like a local. The hotel lobby hosts a help-yourself wine machine with a curated local wine selection, and The Vera’s bar, operated by local mixologists, offers an exquisite drink menu and small bites. Bespoke furniture is provided by Tel Aviv- based furniture designer Tomer Nachshon and unique light fixtures are designed by Ohad Benit. The Vera’s branding was created by local graphic designer Liri Argov, who implemented Tamari’s concept of a local anthology into the project’s visual identity.
All over Tel Aviv industrial spaces and old office buildings are being re-appropriated by new trendy bars and restaurants. The interior of The Vera, designed by Yaron Tal Studio, expresses this style by maintaining the roughness of its 1950’s office building, its raw floors and un-plastered walls, while inserting high quality materials and textures as well as an abundance of indoor and outdoor greenery. This achieves an authentic hospitality for the new, savvy traveller.
Images: Assaf Pinchuk